How to maximize the social-digital Super Bowl for your brandMarketers, to take advantage of the social-digital potential of this year's Super Bowl, should adopt the POEM strategy combining paid media, owned media and earned media, according to Pete Blackshaw, executive vice president of NM Incite. Among the keys are to ensure brands are prepared to engage their audience through their websites with real-time responses, to "nurture" positive brand advocates and to handle negative ones, and to make certain "brand latency" from earned media works to your advantage. Advertising Age (tiered subscription model)
(11/10)

Why marketers need strong digital creativeMarketers should recognize the importance of digital creative in optimizing their media plans by taking advantage of rich media tools and new ad units and using digital as a strategic element in multiplatform campaigns, according to Linda Abraham, chief marketing officer at comScore. "It is time for advertisers to ask themselves: What would Don Draper do in a digital world?" Abraham writes. Adweek
(11/10)

IAB, MMA release mobile measurement draftThe IAB, in partnership with the Mobile Marketing Association, has developed draft "best practice" for mobile ads. The guidelines, for which comments are being solicited until Dec. 10, cover areas such as the different between Web and mobile ad impressions and metrics for ad buying purposes. "The guidelines are a signpost to advertisers that mobile advertising is starting on its path to maturity," said Joe Laszlo, the IAB's research director. Click here to get more on this story from IAB. DMNews
(11/10)

FCC investigates Google over Street View dataGoogle is the subject of an FCC probe to determine whether any communication laws were broken when the media giant intercepted data from Wi-Fi networks in U.S. homes while doing mapping for its Street View service. The FTC last month ended its own investigation of the incident after Google said it would get rid of the data and improve privacy training for its workers. The Washington Post
(11/10)

Did you know that 89% of consumers started their holiday shopping online? Or that searches for 'coupons' peak on Saturdays? If not, you should visit our ThinkHoliday site: www.google.com/thinkholiday where you'll be privy to a wealth of exclusive information on consumer shopping behavior, hot products and the latest holiday insights from Google.

Company Watch

What's a Facebook ad worth?Recent data from metrics firm comScore indicate that nearly a quarter of all display ads appear on Facebook -- testament both to the site's vast users population and marketer appeal. But ads on the site typically command lower CPMs than premium inventory, going for $2 to $8. The pricing problem for marketers is determining the value of advertising that seeks out new Facebook fans, as opposed to ads designed to spur sales. The Wall Street Journal (tiered subscription model)
(11/11)

Kilar: Hulu to more than double revenue this yearHulu, the online video service that generated $108 million in revenue during 2009, will bring in $240 million this year, according to Jason Kilar, the company's chief executive officer. Kilar also said Hulu is working on a number of new ad-related features, including the ability to create addressable ads that mention the viewer by his or her name. GigaOm
(11/10)

Report: Yahoo! hints at interest in Groupon acquisitionYahoo! signaled to Groupon executives that it would be interested in acquiring the daily deal site Groupon for between $3 billion and $4 billion, according to this report in Business Insider, citing sources close to the companies. The report also says that Groupon is in the midst of a semiannual review to discuss options for growth, which could include an IPO, an acquisition by a bigger player or raising more capital to expand organically. The Business Insider
(11/9), Bloomberg
(11/8)

Advertising Effectiveness in a Digital World

In recent research by Research Now and Econsultancy, we explored how marketers today are tackling the challenge of measuring advertising effectiveness and the limitations they face. Download our report to understand the importance of investing in ad measurement and that it not only establishes ROI but also informs future campaigns.

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Agency News

Dentsu is helping bring iAd to JapanAgency holding company Dentsu is partnering with Apple to bring the mobile ad serving system iAd to the Japanese market next year. Dentsu's digital group Cyber Communications will handle creative and sales, while Apple provides the technological infrastructure. ClickZ
(11/10)

Little Debbie turns to Facebook friendsThe Little Debbie snack cake brand asked Facebook followers for "Little Debbie traditions" and received nearly 200 responses. "It's more about building relationships with consumers than trying to drive sales at this point," said Barry Anthony, marketing director for McKee Foods, which is also launching a 20-city tour giving Little Debbie samples and taking visitor snapshots that will become an online mosaic photo of the Little Debbie logo. The New York Times (tiered subscription model)
(11/10)

Football teams give Groupon the old college trySome colleges this football season have tried out Groupon offers to sell game tickets and to hopefully cultivate long-term fans. "What it does for us is potentially bring new people that may not otherwise go to a Colorado football game," said Prema Khanna, marketing director of the University of Colorado. "It's a way to introduce them to our product, get them to a game ... and then, who knows? Maybe next year they buy a three-game pack. The idea is to see if they go beyond this year." ClickZ
(11/10)

IAB News

New York, Listen Up! IAB Case Study Road Show Is Coming to YouThe IAB Case Study Road Show is a unique opportunity to experience an entire day of "eureka moments" that will change the way you do digital. The games console has become an entertainment hub in households across the country, and major brands have cracked the code for reaching target audiences there. If your message isn't part of the mix, you're missing out on valuable face time with consumers that can take you to the next level. Register now for the IAB Case Study Road Show to learn from the marketers, agencies and publishers responsible for transforming advertising from good to great via games. Bring your questions and be ready for practical solutions. New York on Nov. 15.